PROJECT REPORT

on

“MARKETING STRATEGIES OF TATA MOTORS

HYUNDAI MOTORS”
For the partial fulfillment of the requirement

for the award of

MBA

UNDER THE GUIDANCE OF SUBMITTED BY

JYOTI KUMAR JYOTSHNA SUMIT KUMAR

20GSOB2010214

MBA 2020-2022

SCHOOL OF BUSINESS
GALGOTIAS UNIVERSITY

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 Certificate from Faculty Guide

This is to certify that the project report "MARKETING STRATEGIES OF TATA

MOTORS HYUNDAI MOTORS" has been prepared by Mr SUMIT KUMAR,
under my supervision and guidance.The project report is submitted towards
the partial fulfillment of 2 year, full time Master of Business Administration

Name and Signature of Faculty

Date:

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 Declaration

I, SUMIT KUMAR, student of MBA School of Business, Galgotias University, Greater Noida,
hereby declare that the project report on " A STUDY ON B2C MARKETING
STRATEGIES ON SOCIAL MEDIA ” is an original and authenticated work done by
me.

I further declare that it has not been submitted elsewhere by any other person in any of the
institutes for the award of any degree or diploma.

Name of the Student

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 ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this work is no exception. I would

like to thank JYOTI KUMAR JYOTSHNA ( GALGOTIAS UNIVERSITY) for providing

me all the necessary guidance for carrying out this research report. Her valuable guidance and
encouragement have really led me to the path of completion of this report.

These words of thanks are just a token of my true appreciation for all who have supported me to
give this report its shape.

SUMIT KUMAR

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 CONTENTS:

1. INTRODUCTION TO MARKETING

2. TARGET MARKETING

3 GENERAL INTRODUCTION TO AUTOMOBILE INDUSTRY

4. COMPANY PROFILE

5. INDUSTRY DYNAMICS AND COMPETITION

6. MARKETING STRATEGIES

7. SWOT ANALYSIS

8. PEST ANALYSIS

9. RESEARCH

10. RESEARCH METHODOLOGY

11. ANALYSIS AND INTERPRETATION OF RESEARCH

12. SUGGESTIONS

12. CASE STUDY AND ARTICLES

13. CONCLUSION

14. QUESTIONAIRE

15. BIBLIOGRAPHY

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 INTRODUCTION TO MARKETING
Marketing is "the activity and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large."
Marketing is a product or service selling related overall activities. It generates the strategy
that underlies sales techniques, business communication, and business developments. It is an
integrated process through which companies build strong customer relationships and create
value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With
the customer as the focus of its activities, it can be concluded that marketing management is
one of the major components of business management. Marketing evolved to meet the stasis
in developing new markets caused by mature markets and overcapacities in the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift their focus from
production to the perceived needs and wants of their customers as the means of staying
profitable.

The term marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions. It proposes that
in order to satisfy its organizational objectives, an organization should anticipate the needs
and wants of consumers and satisfy these more effectively than competitors.

Marketing is further defined by the AMA as an organizational function and a set of processes
for creating, communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders. The term developed
from an original meaning which referred literally to going to a market to buy or sell goods or
services. Seen from a systems point of view, sales process engineering marketing is "a set of
processes that are interconnected and interdependent with other functions, whose methods
can be improved using a variety of relatively new approaches."

The Chartered Institute of Marketing defines marketing as "the management process

responsible for identifying, anticipating and satisfying customer requirements profitably."A
different concept is the value-based marketing which states the role of marketing to
contribute to increasing shareholder value. In this context, marketing is defined as "the
management process that seeks to maximize returns to shareholders by developing
relationships with valued customers and creating a competitive advantage."

Marketing practice tended to be seen as a creative industry in the past, which included
advertising, distribution and selling. However, because the academic study of marketing
makes extensive use of social sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience, the profession is now widely recognized as a science,
allowing numerous universities to offer Master-of-Science (MSc) programmes . The overall
process starts with marketing research and goes through market segmentation, business
planning and execution, ending with pre- and post-sales promotional activities. It is also
related to many of the creative arts. The marketing literature is also adept at re-inventing
itself and its vocabulary according to the times and the culture.

An orientation, in the marketing context, related to a perception or attitude a firm holds

towards its product or service, essentially concerning consumers and end-users. Throughout
history, marketing has changed considerably in conjunction with consumer tastes.
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EARLIER APPROACHES TO MARKETING

The marketing orientation evolved from earlier orientations, namely, the production
orientation, the product orientation and the selling orientation.

Western
Profit
Orientation European Description
driver
timeframe

A firm focusing on a production orientation specializes

in producing as much as possible of a given product
or service. Thus, this signifies a firm exploiting
Production until the economies of scale until the minimum efficient scale is
Production
methods 1950s reached. A production orientation may be deployed when
a high demand for a product or service exists, coupled
with a good certainty that consumer tastes will not
rapidly alter (similar to the sales orientation).

A firm employing a product orientation is chiefly

Quality of concerned with the quality of its own product. A firm
until the
Product the would also assume that as long as its product was of a
1960s
product high standard, people would buy and consume the
product.

Selling Selling 1950s and A firm using a sales orientation focuses primarily on the

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 selling/promotion of a particular product, and not
determining new consumer desires as such.
Consequently, this entails simply selling an already
existing product, and using promotion techniques to
methods 1960s attain the highest sales possible.

Such an orientation may suit scenarios in which a firm

holds dead stock, or otherwise sells a product that is in
high demand, with little likelihood of changes in
consumer tastes that would diminish demand.

The 'marketing orientation' is perhaps the most common

orientation used in contemporary marketing. It involves a
firm essentially basing its marketing plans around the
Needs and 1970 to marketing concept, and thus supplying products to suit
Marketing wants of present new consumer tastes. As an example, a firm would
customers day employ market research to gauge consumer desires, use
R&D to develop a product attuned to the revealed
information, and then utilize promotion techniques to
ensure persons know the product exists.

CONTEMPORARY APPROACHES TO MARKETING

Recent approaches in marketing include relationship marketing with focus on the customer,
business marketing or industrial marketing with focus on an organization or institution and
social marketing with focus on benefits to society. New forms of marketing also use the
internet and are therefore called internet marketing or more generally e-marketing, online
marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to
perfect the segmentation strategy used in traditional marketing. It targets its audience more
precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet
marketing is sometimes considered to be broad in scope, because it not only refers to
marketing on the Internet, but also includes marketing done via e-mail and wireless media.

Western
Orientation Profit driver European Description
timeframe

Relationship Building and

1960s to Emphasis is placed on the whole relationship between
marketing / keeping good
present suppliers and customers. The aim is to provide the best
Relationship customer
day possible customer service and build customer loyalty.
management relations

Business Building and 1980s to In this context, marketing takes place between
marketing / keeping present businesses or organizations. The product focus lies on
Industrial relationships industrial goods or capital goods rather than consumer

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 products or end products. Different forms of marketing
between
marketing day activities, such as promotion, advertising and
organizations
communication to the customer are used.

Similar characteristics as marketing orientation but

1990s to
Social Benefit to with the added proviso that there will be a curtailment
present
marketing society of any harmful activities to society, in either product,
day
production, or selling methods.

2000s to In this context, "branding" is the main company

Branding Brand value present philosophy and marketing is considered an instrument
day of branding philosophy.

CUSTOMER ORIENTATION

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

A firm in the market economy survives by producing goods that persons are willing and able
to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and
even existence as a going concern. Many companies today have a customer focus (or market
orientation). This implies that the company focuses its activities and products on consumer
demands. Generally, there are three ways of doing this: the customer-driven approach, the
market change identification approach and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing
decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of

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a market offering, including the nature of the product itself, is driven by the needs of potential
consumers. The starting point is always the consumer. The rationale for this approach is that
there is no reason to spend R&D funds developing products that people will not buy. History
attests to many products that were commercial failures in spite of being technological
breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution,

Information, Value, Access). This system is basically the four Ps renamed and reworded to
provide a customer focus. The SIVA Model provides a demand/customer-centric alternative
to the well-known 4Ps supply side model (product, price, placement, promotion) of
marketing management.

Product Solution
If any of the 4Ps were problematic or were not in the marketing
factor of the business, the business could be in trouble and so
Price Value other companies may appear in the surroundings of the company,
so the consumer demand on its products will decrease.
Place Access

Promotion Information

ORGANISATIONAL ORIENTATION

In this sense, a firm's marketing department is often seen as of prime importance within the
functional level of an organization. Information from an organization's marketing department
would be used to guide the actions of other departments within the firm. As an example, a
marketing department could ascertain (via marketing research) that consumers desired a new
type of product, or a new usage for an existing product. With this in mind, the marketing
department would inform the R&D department to create a prototype of a product/service
based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing
department would focus on the promotion, distribution, pricing, etc. of the product.
Additionally, a firm's finance department would be consulted, with respect to securing
appropriate funding for the development, production and promotion of the product. Inter-
departmental conflicts may occur, should a firm adhere to the marketing orientation.
Production may oppose the installation, support and servicing of new capital stock, which
may be needed to manufacture a new product. Finance may oppose the required capital
expenditure, since it could undermine a healthy cash flow for the organization.

HERD BEHAVIOUR

Herd behavior in marketing is used to explain the dependencies of customers' mutual

behavior. The Economist reported a recent conference in Rome on the subject of the
simulation of adaptive human behavior. It shared mechanisms to increase impulse buying and

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get people "to buy more by playing on the herd instinct." The basic idea is that people will
buy more of products that are seen to be popular, and several feedback mechanisms to get
product popularity information to consumers are mentioned, including smart card technology
and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was
introduced by a Florida Institute of Technology researcher, which is appealing to
supermarkets because it can "increase sales without the need to give people discounts." Other
recent studies on the "power of social influence" include an "artificial music market in which
some 19,000 people downloaded previously unknown songs" (Columbia University, New
York); a Japanese chain of convenience stores which orders its products based on "sales data
from department stores and research companies;" a Massachusetts company exploiting
knowledge of social networking to improve sales; and online retailers who are increasingly
informing consumers about "which products are popular with like-minded consumers" (e.g.,
Amazon, eBay).

FURTHER ORIENTATIONS

 An emerging area of study and practice concerns internal marketing, or how

employees are trained and managed to deliver the brand in a way that positively
impacts the acquisition and retention of customers, see also employer branding.
 Diffusion of innovations research explores how and why people adopt new products,
services, and ideas.
 With consumers' eroding attention span and willingness to give time to advertising
messages, marketers are turning to forms of permission marketing such as branded
content, custom media and reality marketing.

MARKETING RESEARCH

Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers
to plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squared tests, linear regression,
correlations, frequency distributions, poisson distributions, binomial distributions, etc. to
interpret their findings and convert data into information. The marketing research process
spans a number of stages, including the definition of a problem, development of a research
plan, collection and interpretation of data and disseminating information formally in the form
of a report. The task of marketing research is to provide management with relevant, accurate,
reliable, valid, and current information.

A distinction should be made between marketing research and market research. Market
research pertains to research in a given market. As an example, a firm may conduct research
in a target market, after selecting a suitable market segment. In contrast, marketing research
relates to all research conducted within marketing. Thus, market research is a subset of
marketing research.

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MARKET SEGMENTATION

Market segmentation pertains to the division of a market of consumers into persons with
similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children.
Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are
marketed to two distinct groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only
possesses a certain amount of resources. Accordingly, it must make choices (and incur the
related costs) in servicing specific groups of consumers. In this way, the diversified tastes of
contemporary Western consumers can be served better. With growing diversity in the tastes
of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new
markets.Market segmentation can be defined in terms of the STP acronym, meaning
Segment, Target and Position.

TYPES OF MARKETING RESEARCH

Marketing research, as a sub-set aspect of marketing activities, can be divided into the
following parts:

 Primary research (also known as field research), which involves the conduction and
compilation of research for a specific purpose.
 Secondary research (also referred to as desk research), initially conducted for one
purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted

into health foods, which is used solely to ascertain the needs/wants of the target market for
health foods. Secondary research in this case would be research pertaining to health foods,
but used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information.
Nevertheless, while secondary research is relatively inexpensive, it often can become
outdated and outmoded, given that it is used for a purpose other than the one for which it was
intended. Primary research can also be broken down into quantitative research and qualitative
research, which, as the terms suggest, pertain to numerical and non-numerical research
methods and techniques, respectively. The appropriateness of each mode of research depends
on whether data can be quantified (quantitative research), or whether subjective, non-numeric
or abstract concepts are required to be studied (qualitative research).

There also exist additional modes of marketing research, which are:

 Exploratory research, pertaining to research that investigates an assumption.

 Descriptive research, which, as the term suggests, describes "what is".
 Predictive research, meaning research conducted to predict a future occurrence.
 Conclusive research, for the purpose of deriving a conclusion via a research process.

MARKETING PLANNING

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The marketing planning process involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's overall
marketing strategy. Generally speaking, an organization's marketing planning process is
derived from its overall business strategy. Thus, when top management are devising the
firm's strategic direction or mission, the intended marketing activities are incorporated into
this plan. There are several levels of marketing objectives within an organization. The senior
management of a firm would formulate a general business strategy for a firm. However, this
general business strategy would be interpreted and implemented in different contexts
throughout the firm.

MARKETING STRATEGY

The field of marketing strategy encompasses the strategy involved in the management of a
given product.

A given firm may hold numerous products in the marketplace, spanning numerous and
sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively
manage such products. Evidently, a company needs to weigh up and ascertain how to utilize
its finite resources. For example, a start-up car manufacturing firm would face little success
should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car
maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of
divest, or a ceasing of production, may be made. Each scenario requires a unique marketing
strategy. Listed below are some prominent marketing strategy models.

MARKETING SPECIALIZATIONS

With the rapidly emerging force of globalization, the distinction between marketing within a
firm's home country and marketing within external markets is disappearing very quickly.
With this in mind, firms need to reorient their marketing strategies to meet the challenges of
the global marketplace, in addition to sustaining their competitiveness within home markets.

BUYING BEHAVIOUR

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A marketing firm must ascertain the nature of customers' buying behavior if it is to market its
product properly. In order to entice and persuade a consumer to buy a product, marketers try
to determine the behavioral process of how a given product is purchased. Buying behavior is
usually split into two prime strands, whether selling to the consumer, known as business-to-
consumer (B2C), or to another business, known as business-to-business (B2B).

B2C buying behaviour

This mode of behaviour concerns consumers and their purchase of a given product. For
example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be
followed by an information search on available types/brands. This may include perusing
media outlets, but most commonly consists of information gathered from family and friends.
If the information search is insufficient, the consumer may search for alternative means to
satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The
purchase decision is then made, in which the consumer actually buys the product. Following
this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the
value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat
purchase may be made. This could then develop into consumer loyalty to the firm producing
the sneakers.

B2B buying behaviour

Relates to organizational/industrial buying behavior. "B2B" stands for Business to Business.

B2B marketing involves one business marketing a product or service to another business.
B2C and B2B behavior are not precise terms, as similarities and differences exist, with some
key differences listed below:

In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy
scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.

USE OF TECHNOLOGIES

Marketing management can also rely on various technologies within the scope of its
marketing efforts. Computer-based information systems can be employed, aiding in better
processing and storage of data. Marketing researchers can use such systems to devise better
methods of converting data into information, and for the creation of enhanced data gathering
methods. Information technology can aid in enhancing an MKIS' software and hardware
components, and improve a company's marketing decision-making process.

In recent years, the netbook personal computer has gained significant market share among
laptops, largely due to its more user-friendly size and portability. Information technology
typically progresses at a fast rate, leading to marketing managers being cognizant of the latest
technological developments. Moreover, the launch of smartphones into the cellphone market
is commonly derived from a demand among consumers for more technologically advanced

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products. A firm can lose out to competitors should it ignore technological innovations in its
industry.

Technological advancements can lessen barriers between countries and regions. Using the
World Wide Web, firms can quickly dispatch information from one country to another
without much restriction. Prior to the mass usage of the Internet, such transfers of information
would have taken longer to send, especially if done via snail mail, telex, etc.

SERVICES MARKETING

Services marketing relates to the marketing of services, as opposed to tangible products. A

service (as opposed to a good) is typically defined as follows:

 The use of it is inseparable from its purchase (i.e., a service is used and consumed
simultaneously)
 It does not possess material form, and thus cannot be touched, seen, heard, tasted, or
smelled.
 The use of a service is inherently subjective, meaning that several persons
experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a train ticket, the use of the
train is typically experienced concurrently with the purchase of the ticket. Although the train
is a physical object, one is not paying for the permanent ownership of the tangible
components of the train.

Services (compared with goods) can also be viewed as a spectrum. Not all products are pure
goods, nor are all pure services. An example would be a restaurant, where a waiter's service is
intangible, but the food is tangible.

SWOT ANALYIS

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500 companies.

A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. Strategic Planning has been
the subject of much research.

 Strengths: characteristics of the business or team that give it an advantage over

others in the industry.
 Weaknesses: are characteristics that place the firm at a disadvantage relative to
others.
 Opportunities: external chances to make greater sales or profits in the
environment.
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  Threats: external elements in the environment that could cause trouble for the
business.

Identification of SWOTs is essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs.

First, the decision makers have to determine whether the objective is attainable, given the
SWOTs. If the objective is NOT attainable a different objective must be selected and the
process repeated.

The SWOT analysis is often used in academia to highlight and identify strengths,
weaknesses, opportunities and threats. It is particularly helpful in identifying areas for
development.

USE OF SWOT ANALYSIS

The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT

analysis may be used in any decision-making situation when a desired end-state (objective)
has been defined. Examples include: non-profit organizations, governmental units, and
individuals. SWOT analysis may also be used in pre-crisis planning and preventive crisis
management. SWOT analysis may also be used in creating a recommendation during a
viability study/survey.

CORPORATE PLANNING

As part of the development of strategies and plans to enable the organization to achieve its
objectives, then that organization will use a systematic/rigorous process known as corporate
planning. SWOT alongside PEST/PESTLE can be used as a basis for the analysis of business
and environmental factors.

 Set objectives – defining what the organization is going to do

 Environmental scanning

o Internal appraisals of the organization's SWOT, this needs to include

an assessment of the present situation as well as a portfolio of
products/services and an analysis of the product/service life cycle

 Analysis of existing strategies, this should determine relevance from the

results of an internal/external appraisal. This may include gap analysis which
will look at environmental factors
 Strategic Issues defined – key factors in the development of a corporate plan
which needs to be addressed by the organization
 Develop new/revised strategies – revised analysis of strategic issues may mean
the objectives need to change
 Establish critical success factors – the achievement of objectives and strategy
implementation
 Preparation of operational, resource, projects plans for strategy
implementation

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  Monitoring results – mapping against plans, taking corrective action which
may mean amending objectives/strategies.

MARKETING MANAGEMENT

In many competitor analyses, marketers build detailed profiles of each competitor in the
market, focusing especially on their relative competitive strengths and weaknesses using
SWOT analysis. Marketing managers will examine each competitor's cost structure, sources
of profits, resources and competencies, competitive positioning and product differentiation,
degree of vertical integration, historical responses to industry developments, and other
factors.

Marketing management often finds it necessary to invest in research to collect the data
required to perform accurate marketing analysis. Accordingly, management often conducts
market research (alternately marketing research) to obtain this information. Marketers
employ a variety of techniques to conduct market research, but some of the more common
include:

 Qualitative marketing research, such as focus groups

 Quantitative marketing research, such as statistical surveys
 Experimental techniques such as test markets
 Observational techniques such as ethnographic (on-site) observation
 Marketing managers may also design and oversee various environmental
scanning and competitive intelligence processes to help identify trends and
inform the company's marketing analysis.

Using SWOT to analyse the market position of a small management consultancy with
specialism in HRM.

Strengths Weaknesses Opportunities Threats

Reputation in Shortage of Well established Large consultancies
marketplace consultants at position with a well operating at a minor
operating level rather defined market niche level
than partner level
Expertise at partner Unable to deal with Identified market for Other small
level in HRM multi-disciplinary consultancy in areas consultancies looking
consultancy assignments because other than HRM to invade the
of size or lack of marketplace
ability
TARGET MARKETING
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments.
The beauty of target marketing is that it makes the promotion, pricing and distribution of your
products and/or services easier and more cost-effective. Targetmarketing is the selection of
customers you wish to service. The decisions involved
in it are
 Which segments to target
 How many products to offer
 Which products to offer in which segments

17
There are three steps to targeting:
 Market segmentation
 Target choice
 Product positioning
One of the first things you need to do is to refine your product or service so that you are NOT
trying to be 'all things to all people’.
Next, you need to understand that people purchase products or services for three basic
reasons:
 To satisfy basic needs.
 To solve problems.
 To make themselves feel good.
The next step in creating an effective marketing strategy is to zero in on your target
market.Target marketing is one of corporate America's most effective business strategies.The
idea is to increase sales by first identifying, and then targeting smaller, yet more profitable
customer groups within the total market.

Four Ways to Identify Target Markets

1.Geographic: The location, size of the area, density, and climate zone of your
customers.
2.Demographics: The age, gender, income, family composition and size, occupation,
and education of your customers.
3.Psychographics: The general personality, behavior, life-style, rate of use, repetition
of need, benefits sought, and loyalty characteristics of your customers.
4.Behaviors: The needs they seek to fulfill, the level of knowledge, information
sources, attitude, use or response to a product of your customers.

One of the best ways to identify your target market is to look at your existing customer base.
Who are your ideal clients? What do they have in common? If you do not have an existing
customer base, or if you are targeting a completely new audience, speculate on who they
might be, based on their needs and the benefits they will receive. Investigate competitors or
similar businesses in other markets to gain
insight.

 Who are your best customers? Where should you direct your marketing
activities?

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  Where and how should you allocate your advertising and promotional efforts?

Target Marketing, provides focus for your business. It helps to establish critical
Operational goals and defines what must be done to achieve them

What Customers Want ?

• Marketing is more than an activity, it is an attitude
• Instead of trying to get customers to buy what the firm likes to make, or
happens to have on hand, the marketing oriented firm tries to produce or sell what its
customers want which can be sold at a profit.
• Do not simply throw out everything that you now have and replace goods or production
machinery with completely new items.

HOWEVER, AS YOU ANALYZE YOUR MARKET AND CUSTOMER PROFILES,

AND SO GAIN AN UNDERSTANDING OF THEIR WANTS, DESIRES, AND
PERCEIVED NEEDS, YOU CAN BEGIN TO REORIENT YOUR BUSINESS OVER
TIME TO TAKE BEST ADVANTAGE OF THESE NEW INSIGHTS. CONSIDER BOTH
THE SHORT TERM AND LONG-TERM IMPLICATIONS OF DEVELOPING AND
IMPLEMENTING THE RIGHT TARGET MARKETING STRATEGY FOR YOUR
BUSINESS.

CUSTOMERS ATTITUDES
For a long time, people have believed that advertising can be used to change people's
minds about what they want. This is an incredibly difficult process at best, and an extremely
expensive one. Because of these two factors, it is a process that smaller firms simply cannot
afford to pursue. Instead, it is much more productive for any size firm to tune in to target
customer attitudes as they currently exist. Once they have identified the actual prevailing
attitudes, they can begin to organize company resources needed to constructively address and
satisfy these attitudes the key question is,
"What are the existing customer attitudes?
With this as an objective, developing an understanding of existing customer attitudes
becomes essential, and their identification becomes an important part of the marketing
process. Once these customer attitudes, needs or preferences are identified, the entire firm can
then organize itself to satisfy these needs as completely and efficiently as possible.

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 COMPANY PROFILE
Tata Motors Limited is a multinational automotive corporation headquartered in Mumbai,
India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and
Locomotive Company).

Tata Motors is India’s largest automobile company, with consolidated revenues of USD 20
billion in 2009-10. It is the leader in commercial vehicles and among the top three in
passenger vehicles. Tata Motors has products in the compact, midsize car and utility vehicle
segments. The company is the world's fourth largest truck manufacturer, the world's second
largest bus manufacturer, and employs 24,000 workers. Since first rolled out in 1954, Tata
Motors has produced and sold over 4 million vehicles in India.

Established in 1945, when the company began manufacturing locomotives, the company
manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG,
which ended in 1969. Tata Motors is a dual-listed company traded on both the Bombay Stock
Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005 was ranked
among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In
2010, Tata Motors surpassed Reliance to win the coveted title of 'India's most valuable brand'
in a annual survey conducted by Brand Finance and The Economic Times.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,
Lucknow, Ahmedabad, Sanand, Dharwad and Pune in India, as well as in Argentina, South
Africa and Thailand.

As an enterprise under India’s largest multi-holding company, Tata Motors has grown significantly in t
company caters to three main market segments globally: the passenger cars, utility vehicles and com
company was the development and commercialization of the truly Indian cars - Tata Indica and Tata Ind
light and first heavy vehicle and many more firsts in India, being an innovator in their industry. It has follo
mid-stage and launched new products at a rapid pace in different market segments. Today, Tata Motors e
manufacturer with increasing presence in Europe, South East
Asia, Africa, Australia and the Middle East with a total income of US $4 billion in 2004- 05.

The company focuses on providing customers the best value for their money and meets European st

20
advanced technologies.

Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519 c
commercial vehicles in each segment, and among the top three in passenger vehicles with winning pro
segments. The Company is the world's fourth largest truck manufacturer, and the world's third largest bus m

The Company's 24,000 employees are guided by the vision to be "best in the manner in which we operate
system and ethics."

The Company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtr
and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial join
(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The Company is establishing a new
sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and

Tata Motors, the first Company from India's engineering sector to be listed in the New York Stock E
international automobile company. Through subsidiaries and associate companies, Tata Motors has ope
Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired
Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Comm
products in the Korean market, while also exporting these products to several international markets. Toda
of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocer
subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 200
based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses
In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company o
pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon
Thailand in 2008.

Tata Motors is also expanding its international footprint, established through exports since 1961. The Com
being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and S
operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa.

The foundation of the Company's growth over the last 50 years is a deep understanding of economic stimu
into customer-desired offerings through leading edge R&D. With over 3,000 engineers and scientists, the
in 1966, has enabled pioneering technologies and products. The Company today has R&D centers in Pu
South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed
Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of laun
segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world hav
subsequently launched, as planned, in India in March 2009. A development, which signifies a first for
comfort and safety of a car within the reach of thousands of families. The standard version has been pri
cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head
volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory re
too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-
21
design strategy has helped minimize weight, which helps maximize performance per unit of energy cons
efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefi
carbon footprint. In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile
unveiling its new range of world standard trucks called Prima. In their power, speed, carrying capacity, o
benchmarks in India and match the best in the world in performance at a lower life-cycle cost.

Tata Motors is equally focused on environment-friendly technologies in emissions and alternative fuels.
personal and public transportation. It has also been implementing several environment-friendly technologi
resource conservation. Through its subsidiaries, the Company is engaged in engineering and automoti
automotive vehicle components manufacturing and supply chain activities, machine tools and factory au
and electronic components for automotive and computer applications, an automotive retailing and service o

Tata Motors is committed to improving the quality of life of communities by working on four thrust area
The activities touch the lives of more than a million citizens. The Company's support on education and
range from schools to technical education institutes to actual facilitation of income generation. In healt
healthcare. The goal of environment protection is achieved through tree plantation, conserving water and c
introducing appropriate technologies in our vehicles and operations for constantly enhancing environment

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

COMPANY STRUCTURE

22
Global Challenges in the Automotive Industry

23
Opportunities:

1) Global markets getting stagnant, while China, India and Thiland driving double digit growth

2) Indian GDP targeted at 8-9.5% growth in coming years leading to the need for massive infrastructure mo

3) India does not have a clearly defined scrap policy for old vehicles. So far the small operators have been
bottom-line. However this fleet needs to be replaced with better technology vehicles with better load capac

4) India Retail, logistic, distribution sectors getting organized creating opportunity for CV market to split in

5) Easy financial options. Most of the vehicle makers now have a strategic relationship with bankers and al

6) More specialized vehicles required for perishable, oil, mining sectors .

24
AREA OF OPERATION OF TATA MOTORS:-

The kind of market segmentation followed by Tata motors is fully market coverage. This means that the en
various markets.
 Global
 National
 Regional

Global:-
Global operations - UK, South Korea, Thailand and Spain. TML - world's fourth largest truck manufactur
motors a growing global footprint and has established itself in market across the world as one of the world’
on establishing a solid local presence in these countries as this was the key to long-term success and buildin
Africa, Europe and strong presence in over 15 countries, it aspire to be globally renowned in utility vehicle

National:-
The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune(Maharashtra),
and Dharwad (Karnataka).Following a strategic alliance with Fiat in 2005, it has set up an industrial joint v
(Maharashtra) to produce both Fiat and Tata cars and Fiatpowertrains. The company is establishing a new p
sales, services and spare parts network comprises over 3500 touch points; TataMotors also distributes and m

Regional:-
The company also operates within the local market. It has dealers within Gujarat ; here thedealers ultimatel

TATA NANO MATKETING STRATEGY

The introduction of the Nano received media attention due to its targeted low price. The Financial Times re
ambitions to become a modern nation, it would surely be the Nano, the tiny car with the even tinier price-ta
(€1,490, £1,186) Nano encapsulates the dream of millions of Indians groping for a shot at urban prosperity
create entrepreneurial-opportunities across India as well as expand the Indian car market by 65% The car w
Group and Tata Motors, who has described it as an eco-friendly "people's car". Nano has been greatly appr
cost and eco-friendly initiatives which include using compressed-air as fuel and an electric-version (E-Nan
Nano, particularly the electric-version, and, besides selling them in India, to also export them worldwide.

25
Critics of the car have questioned its safety in India (where reportedly 90,000 people are killed in road-acci
pollution that it would cause (including criticism by Nobel Peace Prize winner Rajendra Pachauri). Howev
release Nano's eco-friendly models alongside the gasoline model The Nano was originally to have been ma
but increasingly violent protests forced Tata to pull out October 2008. Currently, Tata Motors is reportedly
(Uttarakhand) plant and a mother plant has been proposed for Sanand Gujarat. The company will bank on e
Nano Plant could have a capacity of 500,000 units, compared to 300,000 for Singur. Gujarat has also agree
government.

COST CUTTING FEATURES

The Nano's boot does not open, instead the rear seats can be folded down to access the boot space.
It has a single windscreen wiper instead of the usual Some exterior parts of it are glued together, rather tha
It has no power steering.
Its door opening lever was simplified.
It has 3 nuts on the wheels instead of the statutory 4 nuts.
It only has 1 side view mirror

PRICE OF NANO
Tata initially targeted the vehicle as "the least expensive production car in the world" aiming for a starting
(using exchange rate as of March 22, 2009) 6 years ago, despite rapidly rising material prices at the time.
As of August 2008, material costs had risen from 13% to 23% over the car’s development, and Tata faced
low price through government subsidies and tax- introducing the car with an artificially low price through g
on the car using vertical-integration to artificially boost profits on cars at the expense of their materials ind
biodegradable plastics instead of a full metal- body raising the price of the car option

26
 MARKETING STRATEGIES
1. Product, Branding, and Advertising

Every business started from 0, from no one knows it until everyone know it. Advertisin
one of the most common ways to make car buyer or car enthusiast aware of the new car wi
special promotion price. Another more important way of advertising is to create an image or
image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been u
the famous James Bond movie. This is similar to Nissan 350 Fairlady Z in the recent 2007 F
the Furious 3 – Tokyo Drift. Over the years Tata Motors have been successful in creating the
brand image especially they use some famous stars as their spokesman.
Other important marketing strategies are such as the packaging, innovations, and quality con
Tata Motors provide many innovative features to attract car lover. One of these innovations
Tata Safari 4X4Dicor that has “Reverse Guide System”. A weather- proof camera is fixed to
rear car to help the driver while reversing the car.

2. Pricing Strategy

There are various factors to determine a price of a car. These factors are such as market cond
(it can’t be too low or too high with the prices of same vehicle from competitors, it has to be
par), cost incurred to build a car, profit by company, dealer profit. Giving discount every mo
special promotion for certain type of vehicle also one of the strong strategy use by Tata Mot
Discount can be made from Company’s profit or from dealer’s profit at certain range.

3. Place

Place of dealership does play an important role. The channel of distribution, physical locatio
dealership method of distribution and sales is generally adopted. The distribution of vehicle
in a very systematic way, from the plant to dealership and to end user. This is not only in Ind
itself but also to the world-wide dealership.

4. Maintenance and Support

After sales service is also another important marketing strategy for most of the car buyer to c
for the right car. End user will not want to spend a lot of time to travel to a far place just to s
the car such as change engine oil, oil filter and some simple checking. Parts and accessories
also easy to access when it isneeded to keep the customer satisfy from buying Tata cars until
maintaining the car or even until they sell the car and change to a newer Tata model.

MARKETING MIX

Marketing is the process by which a product or service originates and is then priced, promoted, and di

27
to consumers. The principal marketing functions involve market research and product development, d
and testing. It is the business activity of presenting products or services in such a way as to make them
desirable.

One has to consider promotion that is balanced with a suitable product available at a reasonable price,
provided at all places to maximize the sale of one’s product.

MARKETING MIX
PRODUCT PRICE PROMOTION PLACE
Brand Pricing Strategy Personal Channels of
Selling Distributions
Packaging Pricing & Advertising Physical Distribution
Quality
Innovations Price & Public Wholesaler &
Alterations Relations Retailers
Quality Discounts

1. PRODUCT (Brand, Packaging, Innovations, Quality) :

a. Brand : Advertising is often used to make consumers aware of a product’s special low price or its b
But an even more important function of advertising is to create an image that consumers associate wit
product, known as the brand image. The brand image goes far beyond the functional characteristics of
product. The products of Tata Motors have many special characteristics to them, but when consumers
it, they not only think of its features, but they may also associate it with quality, performance, class. A
these meanings have been added to the product by advertising. Consumers frequently buy the product
for its functional characteristics but also because they want to be identified with the image associated
brand. Tata Motors have been successful in creating and maintaining a professional brand image.

b. Packaging : A vehicle cannot have a material packaging. Here, packaging refers to and effective as
of features. Tata Motors provide many innovative features to suit the target customers and the product
Tata Safari Dicor has ‘Reverse Guide System’ which includes a weather-proof camera to help the driv
reversing the vehicle.

b. Innovations : The various motives behind buying an automobile are Need, Prestige, Comfort, Fash
Jealousy and Novelty. The R & D Department continuously strives to bring new innovations in their p
Tatas have an industrial experience of over 100 years and they are well known with the Psychology of

28
customers, who desire more at less price. This experience has helped them to develop products which
the expectations of Indian consumers.

c. Quality Control : Tata Motors have their Quality Control standards and the QC Dept. ensures that
customer does not face any inconveniences of a defective product.

2. PRICE (Pricing Strategy, Alterations, Discounts)

a. Pricing Strategy : The prices are fixed keeping in mind a number of factors. As told by Mr. Desai,
have to be at par with the prices of the competitors. Tata Motors give a relative price advantage as com
to its competitors. The various determinants of price are

i. Market Condition

ii. Costs incurred

iii. Profit percentage desired by the Co.

iv. Dealer Profit

b. Alterations : The Company does not allow any alterations to any of the features of the product. If t
an alteration which affects the performance of the engine, then the warranty becomes void. However,
may be alterations in the accessories, if desired by the customer.

c. Discounts : Discounts are decided by the Co. every month. Any further discounts made from the pr
the dealer. However, the Co. may compensate the dealer for the discounts allowed to a certain extent.

3. PROMOTION (Personal Selling, Advertising, Sales Promotion, Public Relations)

a. Personal Selling : There is minimal personal selling involved. The Sales Officers at the dealerships
prospective customer databases and perform cold calling to attract customers.

b. Advertising : Advertising is a form of commercial mass communication designed to promote the s

product or service. Tata Motors is responsible for the advertising of its products. The dealer does play
in the advertising. The various media used for advertising are T.V., Newspapers, Magazines, Hoardin

29
Internet etc. The dealer conducts point-of-purchase displays to advertise the products. The advertisem
done by the Co. help the dealer to capitalize on the market.

c. Sales Promotion : The purpose of sales promotion is to supplement and coordinate advertising and
personal selling; Sales promotions are designed to persuade consumers to purchase immediately by pr
special incentives such as cash rebates, prizes, extra product, or gifts. The Co. conducts intensive sales
promotion during festivals such as festive discounts during Diwali.

d. Public Relations : Public Relations is a management function that creates, develops, and carries ou
policies and programs to influence public opinion or public reaction about an idea, a product, or an
organization. The Co. takes serious measures to maintain good public relations. The Co. follows busin
ethics to ensure that the customer is satisfied and receives good service whenever and wherever he des

4. PLACE (Channels of Distribution, Physical Distribution)

a. Channels of Distribution : In case of vehicles, dealership method of distribution and sales is gener
adopted. Tata Motors have also adopted dealership method of distribution of its products. The dealers
purchase products from the Co. at a negotiated price. The MRP is fixed by the Co. and the dealer gets
within these prices. As the Co. deals in commercial and passenger vehicles, there may be a single or d
dealerships to market its commercial and passenger vehicles in a town. However, if there is a single d
appointed, then the commercial and passenger vehicles are managed under Commercial Vehicles Dep
Passenger Vehicles Dept. respectively.

Tata Motors have contracts with the Government of India and it supplies buses and passenger vehicles
some cases, to the Govt. Sometimes, bulk quantities of vehicles are ordered by a Govt. Dept. or a priv
company. The sales, distribution and billing of these are looked after by the Co. itself.

b. Physical Distribution : The commercial vehicles are manufactured at Jamshedpur, Luckn

Pantnagar whereas the passenger vehicles are manufactured at Pune plant. From the plant, the
product is transported to the dealerships. The nation-wide dealership, sales, services and spare parts
comprises over 2,000 touch points. The dealerships are strategically located in the target and potential

30
 to ensure efficient and timely availability of its products in the market.

SWOT Analysis –
TATA MOTORS

LIMITED

The company began in 1945 and has produced more than 4 million vehicles. Tata Motors Limited is
car producer in India. It manufactures commercial and passenger vehicles, and employs in excess
people. This SWOT analysis is about Tata Motors.

Strengths

 The internationalisation strategy so far has been to keep local managers in new acquisitions, and to on
transplant a couple of senior managers from India into the new market. The benefit is that Tata has be
exchange expertise. For example after the Daewoo acquisition the Indian company leaned work discip
how to get the final product 'right first time.'
 The company has a strategy in place for the next stage of its expansion. Not only is it focusing upon n
products and acquisitions, but it also has a programme of intensive management development in place
to establish its leaders for tomorrow.
 The company has had a successful alliance with Italian mass producer Fiat since 2006. This has enhan
product portfolio for Tata and Fiat in terms of production and knowledge exchange. For example, the
Style was launched by Tata in 2007, and the companies have an agreement to build a pick-up targeted
and South America.

Weaknesses

 The company's passenger car products are based upon 3rd and 4th generation platforms, which put Ta
Limited at a disadvantage with competing car manufacturers.
 Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has not got a foothol
luxury car segment in its domestic, Indian market. Is the brand associated with commercial vehicles a
cost passenger cars to the extent that it has isolated itself from lucrative segments in a more aspiring In
 One weakness which is often not recognised is that in English the word 'tat' means rubbish. Would the

31
 sensitive British consumer ever buy into such a brand? Maybe not, but they would buy into Fiat, Jagu
Land Rover (see opportunities and strengths).

Opportunities

 In the summer of 2008 Tata Motor's announced that it had successfully purchased the Land Rover and
brands from Ford Motors for UK £2.3 million. Two of the World's luxury car brand have been added
portfolio of brands, and will undoubtedly off the company the chance to market vehicles in the luxury

 Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004 for around USD
million.

 Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst the World is g
ready for greener alternatives to gas-guzzlers, is the Nano the answer in terms of concept or brand? In
the new Land Rover and Jaguar models will cost up to 85 times more than a standard Nano!

 The new global track platform is about to be launched from its Korean (previously Daewoo) plant. Again
when the World is looking for environmentally friendly transport alternatives, is now the right time to
into this segment? The answer to this question (and the one above) is that new and emerging industria
such as India, South Korea and China will have a thirst for low-cost passenger and commercial vehicl
are the opportunities. However the company has put in place a very proactive Corporate Social Respo
(CSR) committee to address potential strategies that will make is operations more sustainable.

 The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly engines. The
optional organic clutch with booster assist and better air intakes that will reduce fuel consumption by
10%.

Threats

 Other competing car manufacturers have been in the passenger car business for 40, 50 or more years.
Tata Motors Limited has to catch up in terms of quality and lean production.

 Sustainability and environmentalism could mean extra costs for this low-cost producer. This could im
underpinning competitive advantage. Obviously, as Tata globalises and buys into other brands this pro

32
 could be alleviated.

 Since the company has focused upon the commercial and small vehicle segments, it has left itself ope
competition from overseas companies for the emerging Indian luxury segments. For example ICICI ba
DaimlerChrysler have invested in a new Pune-based plant which will build 5000 new Mercedes-Benz
annum. Other players developing luxury cars targeted at the Indian market include Ford, Honda and T
fact the entire Indian market has become a target for other global competitors including Maruti Udyog
Motors, Ford and others.

 Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of fronts.
of steel and aluminium is increasing putting pressure on the costs of production. Many of Tata's produ
Diesel fuel which is becoming expensive globally and within its traditional home market.

COMPETITORS: -

COMPETITORS Tata Motors relies heavily on its sales in India. Tata Motors now faces stiff competi
from fellow compatriots like
Mahindra, Maruti as well as multinational brands like Toyota and Chevrolet
. It has faced controversy over developing the Nano’s. Ashok Leyland, Tata's biggest competitor in the I
heavy commercial vehicle market 20 Any person or entity which is a rival against another. A compan
same or similar industry which offers a similar product or service -LEADERSHIP WITH TRUST.

MCKENCY’S 7S MODEL RELATING TO TATA MOTORS

 
STRUCTURE:-
Structure refers to the organization hierarchy, which provides information about who reports to whom
how takes are divided and integrated .A Tata motor has an organization structure that implies centraliz
authority at the top departmentalization of jobs. Hierarchy of command, narrow span and intense divis
labour, this type of structure provides a clear and well defined work setting to its employees.

RESPONSIBILTY OF TOP MANAGEMENT IN TATA MOTORS

 
 Empowerment of people
 Building excellence throughout the organization
 Open and transport communication
 Setting up of performance management system
 Motivate the manager.

FOLLOWING ARE THE DEPARTMENTS IN TATA MOTORS

33
 Technical department
 Production department
 Human resource department
 Material department
 Finance department
SKILLS
One of the important attributes or capability possesses by the organization are skills. The term skill in
those characteristics or strength which most of the people use to describe the company. Tata motor be
that human resource is the single largest factor responsible for more effective utilization of all the othe
resource.
The following are skills possessed by Tata motors.
1.Communication skill and technical skills
2.Initiative
3.Interpersonal skills
4.Analytical skills
5.People sensitivity

 
STYLE:-
It refer to the way of working and the reporting relationship. Style means how manager collectively sp
their time and attention and how they used symbolic behavior. How the management act its more imp
then what management say. Management is a employee oriented. The working of management is dem
in style.

  Tata motors the representative of workers takes active participation in all the managerial activities w
interest of employee are involved. Functional heads takes the day today decisions. Whenever the disp
arises it will be settled at the initial stage through mutual discussion between the management and em

STRATEGY:-
It is a coherent set of actions aimed at gaining a suitable advantage over competition, improving posit
allocating resources. The main strategy is to ensure maximum utilization of available resources. For th
purpose the company believes in promoting from within the organization and there by encourage its p
strive for higher management stability. The set up also allows them to take the advantage of common
technical and marketing talent of the highest quality .

Tata adopts the following other strategy.

1.Adopts dynamic business strategy
2.Maintaining and improving quality
3.Business intelligence
4.Create innovative solution for the future
5.Long standing client relationship

SYSTEM:-
System refer to the organization methods that are used for the flow of information from one departme
other department. Tata has an adequate system of internal control designed to provide reasonable assu
the achievement of the objective relating to efficiency and effectiveness of operation, reliability of fin
reporting. There is a system compliance to follow rules and regulations and for safeguard of assets.

STAFF:-

34
 The company is accommodating various employees, they comprise of staff, workers and trainees. The
in organization are very dedicated and work towards the improvements of the organization.
 
SHARED VALUES:-

Intensity to win
 Make customer successful
 Team, innovate, excel

Act with sensitivity

 Respect for the individual
 Thoughtful and responsible

Unyielding integrity
 Delivering on commitments
 Honesty and fairness in action

ANALYSIS OF THE
MARKETING STRETEGIES
PEST ANALYSIS

POLITICAL:

Since Tata Motors operates in multiple countries across Europe, Africa, Asia, the Middle East, a
Australia, it needs to pay close attention to the political climate but also laws and regulations in all
countries it operates in while also paying attention to regional governing bodies. Laws governing
commerce, trade, growth, and investment are dependent on the local government as well as h
successful local markets and economies will be due to regional, national and local influence.
On March 26, 2008, Tata Motors reached an agreement with Ford to purchase Jaguar and Land Rov
In order to be capable of this acquisition, Tata Motors must have a full comprehension of the govern
bodies and laws regulating commerce in the home country, the United Kingdom, but also in
countries Jaguar and Land Rover operate in. In accordance, Tata’s headquarters in Mumbai, Ind
strictly controls and regulates operations in all dealerships and subsidiaries, in addition to knowing
and abiding by all labor laws in the multiple countries where they have manufacturing plants it has
watch political change. This will be especially vital in the future as Tata Motors continues to expand a
grow into new markets. “While currently about 18% of its revenues are from international
business, the company's objective is to expand its international business, both through organic a
inorganic growth routes”. The foundation of the company’s growth internationally is a deep understa
of economic stimulation, customer needs, and individual government regulations and laws. Although
is the headquarters ultimate responsibility to make sure each individual office and branch is operat
and abiding by the local laws, it will become increasingly more important for that duty to be taken c
of at the regional or even local level.

ECONOMIC:

35
 Operating in numerous countries across the world, Tata Motors functions with a global econom
perspective while focusing on each individual market. Because Tata is in a rapid growth peri
expanding or forming a joint venture in over five countries world-wide since 2004, a global approa
enables Tata Motors to adapt and learn from the many different regions within the whole
automotive industry. They have experience and resources from five continents across the globe, th
when any variable changes in the market they can gather information and resources from all over
world to address any issues. For instance, if the price of the aluminum required to make engine blo
goes up in Kenya, Tata has the option to get the aluminum from other suppliers in Europe or Asia w
they would normally get from for production in Ukraine or Russia. Tata Motors also has to pay clo
attention to shifts in currency rates throughout the world. Currency fluctuations can equate to higher
lower demands for Tata vehicles which in turn affect profitability. It can also mean a rise in costs o
drop in returns. But they also have to pay attention to not just the domestic currency, the rupee, but a
to the dollar, euro, bhat, won, and pound, to just name a few. Just because the rupee is strong against
dollar does not mean it is strong against all the other currencies. Attention to currency is import
because it influences where capital investment will develop and prosper.

SOCIAL:
Undoubtedly, the beliefs, opinions, and general attitude of all the
stakeholders in a company will affect how well a company performs. This
includes every stakeholder from the CEO and President, down to the line
workers who screw the door panel into place, from the investor to the customer,
the culture and attitude of all these people will ultimately determine the future of
a company and whether they will be profitable or not. For this reason, Tata
Motors tends to use an integration and rarely separation technique with foreign
companies they acquire.
On the other hand, some economic issues that Tata Motors face must also
be looked at from a more localized perspective. For instance, the market in India
for cars is much different than the market for cars in Italy. For one, India has
over one billion more people than Italy does, thus the market is much larger or
not as limited. Second, you must also take into affect the demographics and the
average income of each market. Italians have a higher average income per capita
than Indians and Italian citizens tend to drive larger and fancier cars. For this
reason, the Tata Nano might not do so well in the Italian market. In summation,
Tata Motors views the economy from a global perspective with operations across
the entire globe; however, they must also maintain a local market understanding
and knowledge when it comes to product positioning and placement throughout
the different markets Tata conducts business in.
In 2004, Tata Motors acquired Daewoo Commercial Vehicles Company,
which was at the time Korea’s second largest truck maker. Rather than using de-
culturation or assimilating Daewoo, Tata took an integrated approach, and
continued building and marketing Daewoo’s current models as well as
introducing a few new models globally just as it had been done under Korean
management.
With the new acquisition of Jaguar and Land Rover, Tata will have to be
careful with how they handle the acquisition. While Land Rover is thriving while
under the helm of Ford, Jaguar was more of the trouble child. “Jaguar cost Ford
some $10 billion during its 18-year stewardship and its sales were in headlong

36
 decline, especially in America, its most important market. Industry analysts also
struggled to see what value Tata could add that had eluded Ford, and what
synergies there could be between a maker of trucks and basic cars… and two
luxury marquees”. Separation could be a good approach for the immediate future
to keep the name of Jaguar and Land Rover distinguishable and associated with
the luxury automobile market. Overall, Tata does a good job of integrating some
aspects of their large multi-national conglomerate into new acquisitions;
however, the company must also understand that separation from the name Tata
can be valuable in some social areas.

TECHNOLOGY

Tata Motors and its parent company, the Tata Group, are ahead of the game
in the technology field. The Tata Group as a whole has over 20 publicly listed
enterprises and operates in more than 80 countries world-wide. This equates to
Tata Motors having lots of experience and resources to draw from for research
and development purposes. “The foundation of the company’s growth is a deep
understanding of economic stimuli and customer needs, and the ability to
translate them into customer-desired offerings through leading edge R&D”.
Employing 1,400 scientists and engineers, Tata Motors’ Research and
Development team is ahead of the pack in India’s market and right with the rest
of the field internationally. Among Tata’s firsts are “the first indigenously
developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in
1998, the Tata Indica, India's first fully indigenous passenger car,” as well as the
increasingly famous Tata Nano, which is projected to be the world’s cheapest
production car. In the automotive industry, it is becoming increasingly crucial for
manufacturers to stay on top of the technology curve with new problems always
rising such as escalating gas prices and pollution problems. Tata recognizes this
and dedicates lots of resources and time into research and development to be
even with or preferably ahead of other competitors, global trends, and changing
economies. In all, an automobile manufacturer must change, adapt, and evolve to
stay competitive in the automotive game, and this is exactly what Tata is doing
with their rapid growth, and extensive research and development.

37
STP ANALYSIS

Segmentation:

Segmentation is based upon considerable evidence that a single marketing

approach or formula will not work for all members of the community to be
served.
Geographic:
The region of Tata motors is whole India with special focus on Type A and
fast growing Type B cities across India.
Demographic:
➢ Age → anybody of age between 18 to 50 years.
➢ Income → anybody with an income of over 4 lakh p.a.
➢ Occupation → millennial employed as professional, managers and those
who want to buy their first car.
➢ Social Class → Middle Class, Upper Middle, Lower Upper and Upper
Upper.
Psychographic:
➢ Personality → Dreamers, those who want to achieve big, ambitious, price
conscious, took their first step towards success and value driven.
Behavioral:
➢ Benefits → Quality, Style.
➢ User Status → Potential users and first time users.
➢ Readiness Stage → those who are aware, informed, interested and intend
to buy.

Targeting:
Tata Motors has full market coverage in vehicle market as they covers
market through Differentiated Marketing. So Tata Motors typically creates more
total sales. However it also increases the cost of doing business. That’s why they
lead to both higher sales and higher costs.

After introducing Tata Nano and acquiring Jaguar & Land Rover they have

38
 full market coverage from Common men to Luxuries loving people.
So, Tata Motors attempt to serve all customer groups with all the products

Positioning:
Tata Motors has many products for various sectors. Company has a product
like Tata ACE which is used as mini-truck. This product is mostly used at
agriculture level. This product can carry below 1 tone. So, in agriculture sector
this mini-truck makes good image. Like that Tata Motors introduced Tata Nano
car for lower level people who cannot afford car but now they can buy a car in
Rs.1 lakh. It also makes a brand image on customer’s mind that Tata Motors is
companies where Customer gets that product what he want. After acquiring
Jaguar & Land they got drastic change in people’s mind. Now customer has
more chooses then before.
When people think to purchase a car then they always think about different
companies like Tata Motors, Mahindra and Mahindra, Hyundai, Maruti etc. In
this situation customer always think about his likings, styles and Tata Motors can
provide this as good as possible. Everybody knows that Tata motors can give
them good product by technical.
So, Tata Motors’s brand image instead of the people is trustworthy and
Reliable car company.

RESEARCH
PROBLEM DEFINITION:-

In order to carry out the research programmed, the researcher should know the basic
A competent researcher will not accept a research, until he understands the problem definit
core of research process. As such it denotes the particular most important step to be perfor
According to researcher’s viewpoint problem identification represents conversion of the
management problem in to research problem.

In the case, the topic is to know the “customer satisfaction towards TATA MOTOR
good marketing, the basic problem is to know the satisfaction of the consumer is at present
the TATA MOTORS. What people think about it? The main problem is to know how many
are interested in purchasing the TATA MOTORS vehicle.

39
 OBJECTIVES OF THE STUDY:-

The main objective of the study can be explained as below:-

 To know how many persons are willing to buy the TATA MOTORS CAR?
 To know the different criteria that the customer undertakes while purchasing the cars
 Through customer satisfaction, we can know the current position of TATA MOTORS
market.
 Also the study will provide detail about the automobile sectors and the position of th
company will be known.

SCOPE OF THE STUDY:-

Scope of the study is to know the customer satisfaction about TATA MOTORS t
different areas. I.e. different areas. In Hyderabad city.

RESEARCH COMPONENTS:-

Research design:-

Research design is the plan for collecting the information related to the study. Research desi
explains the methods that are used for collecting the information. The research design will fo
attention on the different methods that are used for collection of the data. Also it will help to
problem. Different forms of collecting the data will be tasted in the research design.

In this case, survey method is used to collect the necessary data in the survey method, the per
interview is used to collect the information from the respondents, and questionnaires are used
respondents are visited personally, and the detail information is collected related to the study.
question mainly focuses attention on the consumer behavior to fulfill the objective of the stud

40
RESEARCH METHODOLOGY

“Research is an organized inquiry designed and carried out to provide information fo

problems.” -Fred Kerlinger.

“Research is careful inquiry or examination to discover new information or relationships and

knowledge.” - Francis Rammel.

The nature of the project work has been exploratory as no hypothesis, is taken to be tested.
the conclusions drawn could be taken as the hypothesis and further tested by the research w
undertaken in the relevant field. The reason for choosing the exploratory research design is
the project report has been primarily based upon the secondary sources of data and whose
authenticity could be assured of.

The reluctance of the company's personnel in parting with much of information led the pro
to be based substantially on the secondary source of data. The sources of data used in data
are the following:

Primary sources

In order to gather information about the various products, I personally visited a number of
markets and collected data pertaining to the prices of the products offered. The market visi
useful in knowing the comparative prices and quality of the offered brands vis-à-vis the co
brands. Detail regarding the packaging of the products were collected were collected and I
inquired about the various sales promotion schemes followed by the three companies.

By interviewing these retailers valuable information was collected. I inquired from them ab
marketing advertising and distribution strategies.

Secondary sources

41
 Information was collected from secondary sources such as public libraries, newspapers, bu
magazines.
Beside these the use of Internet was also made in collecting relevant information. The data
from the above mentioned sources has been adequately structured and used at appropriate p
the report. This particular way of data collection was used because of its low cost (except d
collected through surfing the internet) and less time consumption. The information gathere

 Their annual reports

 Pamphlets.
 Posters.
 Press clippings.
 News releases.
 Newsletters.
 Pictures.
 Websites

L I M I T A T I O N O F T HE S T U D Y : -

The time period of the survey being only two months it was not possible to conduct a highly in depth
details study.
Different people have a different thought, process and different attitudes. As a result their manner of
answering the questions of the study differs the answers received some times good while sometimes
where negative.
A census survey is not possible due to time period so I have selected sample survey.

ANALYSIS & INTERPRETATION:-

TABLE NO:-1

Table showing the genders of the respondents

Percentage
Categor
percentage
y
Male 85
90 Female 15
80 Total 100
70
60
50 percentage
40
30
20
10 42
0
male
female
 ANALYSIS:

 85% of the respondents are male

 15% of the respondents are female.

TABLE NO:-2

Table showing distribution on the basis of the occupation

Occupation Percent
Professional 35
Govt. 15
employer
Private 10
employer
Businessma 35
n
Other 05
43
 Total 100

Percent
Other
5%

Professinonal
Businessman 35%
35%

Private Employee Govt. Employee

10% 15%

ANALYSIS:

 35% are Professionals , 15% are Govt. Employee,10% are private Employee
 35% are Businessman and 05% are other.

TABLE NO:-3

This table showing SOURCE OF FINANCE

Percentage
Model
Of
Purchas
e
Loan 85
Cash 15
Total 100

44
 Percent

90
80
70
Percent
60
50
40
30
20
10
0
Loan Cash

ANALYSIS:-

In source of finance 85% respondent are buy car by loan which is very high & then by cash whic
deference between this is very high.

TABLE NO:-4

Table showing the reasons of purchase from shreeji automart pvt ltd (authorized dealer).

Reason Percentage
Of
Purchas
e
Quick 20
Delivery
Customer 35
Care
After 40

45
 Sales
service
All 05
Total 100

Percent
All
5%
Quick Delivery
20%

After Sales service

40%

Customer Care
35%

ANALYSIS:-

 20% respondent are satisfactory with Quick deliver.

 30% respondent are satisfactory with Customer care.
 40% respondent are satisfactory with After sales service
 05% respondent are satisfactory with All

TABLE NO:-5

This table showing about price of TATA CAR when compared with its facility

Facilit Percentage
y
High 10
Normal 80
Low 10
Total 100

46
 Percent
90
80
80
70
60
Percent
50
40
30
20
10
10 10
0
High Normal Low

ANALYSIS:-

Here we can see that 80% respondent give normal, and then second high which is 10% , so perfor
tata car is best.

TABLE NO:-6

This table showing satisfaction with Tata car

Satisfactio Percentage
n
Yes 60
No 40
Total 100

47
 Percent
70

60

50

40 Percent

30

20

10

0
Yes No

ANALYSIS:-

 60% respondent are satisfied with Tata car

 40% respondent are unsatisfied with Tata car

TABLE NO:-7
MOST TWO FEATURES OF TATA CAR

Attribut Percentages
e
New 30
model &
design
Mileage 40
Pick-up 20

48
 Other 10
Total 100

Other 10

Pick-up 20

Mileage 40

New model & design 30

0 5 10 15 20 25 30 35 40

Percent

ANALYSIS:-

In most features that in first is mileage which is 40%, then on second is new model and design which
on third pick up which is 20%, out of 100 respondents. So mileage is most features selected by respon

TABLE NO:-8

This table showing the maintenance cost of Tata car

Maintenanc Percentages
e Cost
Medium Cost 60
Low Cost 35
High Cost 05
Total 100

49
 60
60

50

40
35
30

20

10

0 5
Medium Cost
Low Cost
High Cost

Percent

ANALYSIS:-

 60% responders are satisfied because of medium maintains cost

 05% responders are unsatisfied because of high cost of maintains.

TABLE NO:-9

This table showing performance of Tata car

Percentages
Performanc
e
Excellent 30
Good 55
Poor 15
Total 100

50
 Percent
60

50

40
Percent
30

20

10

0
Excellent Good Poor

ANALYSIS:-

Out of 100 responders 30% are feel its excellent performance and 55% responders are feel
performance and remaining 15% feel its poor performance.

TABLE NO:-10

Table showing the satisfied with service provide by shreeji automart (authorized dealer)

Percentages
Servic
e
Yes 71
No 29
Total 100

51
 Percent

80
70
60 Percent
50
40
30
20
10
0
Yes No

ANALYSIS:-

 71% Are satisfied with service provide by shreeji automart and 29% not satisfied

TABLE NO:-11

This table showing satisfaction with Tata motors responding to customers’ needs

Percentages
Satisfactio
n with
company
Yes 67
No 33

52
 Total 100

Percent

70
60
50 Percent
40
30
20
10
0
Yes No

ANALYSIS:-

This chart shows that 33% customers are unsatisfied with car, 67% customers are satisfied.

TABLE NO:-12

Table showing, satisfy the quality of workmanship of shreeji workshop

Percentages
Quality of
workmanshi
p
Highly 10
Satisfied
Satisfied 65
Not Satisfied 25

53
 Total 100

Percent
70

60

50

40 Percent

30

20

10

0
Highly Satisfied Satisfied Not Satisfied

ANALYSIS:-

 10% responders are highly satisfied with service quality provide by shreeji, 65% responders are satis
25% responders unsatisfied with service quality provide by shreeji workshop.

TABLE NO:-13

Table showing the reasons to go for Tata car

Category Percentages
Price 00
fual 25
efficienc
y
traveling 54
comfort

54
 brand 17
name
Other 04
Total 100

percentage
60
50
40
30
20 percentage
10
0
ice y
pr nc rt
cie m
fo m
e r
effi o na he
al gc d ot
fu lin an
ve br
rt a

ANALYSIS:

 25% of responders prefer Tata car for fuel efficiency

 54% of responders prefer Tata car for Traveling comfort
 17% of responders prefer Tata car for brand name
From the above statement it is clear that maximum no of responders chose tata car for traveling comfo

TABLE NO:-14

Table showing opinion on the information given by sales representative

Percentages
Category
Satisfactory 45
Convincing 29
Unsatisfactor 16
y
Bad 10
Total 100

55
 Percentage
45
40
35
30
25 Percentage
20
15
10
5
0
satisfaction
convincing
unsatisfactory
bad

ANALYSIS:-

 45% of responders are satisfactory on the information and demonstration givan by sales representative
 29% of respondent are convincing on the information and demonstration givan by sales representative
Maximum no of responders are satisfactory on the information and demonstration givan
representative.

TABLE NO:-15

Table showing whether TATA has to increase its services centers both in Rural and URBAN AREAS

Percentages
Categor
y
Yes 89
No 11
Total 100

56
 percentage

90
80
70
60
50 percentage
40
30
20
10
0
yes
no

ANALYSIS:-

 89% respondent say YES regarding whether TATA has to increase its services centers both in rural a
areas.

Maximum no of responders say YES regarding wther TATA has to increase its services centers bot
and urban areas.

FINDING:-

Based on the data gathered by administrating schedules to customer the following observations are ma

 Maximum number of respondent have chose Tata cars, as it is well suited for traveling both in rural a
areas.
 The maximum no…… of people are very much satisfied with the overall performance of Tata cars.
 Most of the customer has the opinion that looks of Tata cars leads to their satisfaction.
 Customers are dissatisfied with the fuel consumption.

57
 Some customers are extremely satisfied with safety and comfort & some are neutral in their opinion.
 Most of the customers are using the vehicle for their own purpose.
 Customers are not much with the maintenance cost.
 Customers are of the neutral opinion regarding the design.
 Maximum no... Of customers are of the wish that not to recommend Tata cars to others.
 Customers are much satisfied with the information and demo given by sales representative.
 Most of customers are of opinion that Tata should increases its service centers in rural and urban areas

SUGGESTIONS

The study is aimed at analyzing marketing and customer satisfaction with sample 100 members, w
helped in getting an overall view of customer satisfaction toward Tata cars considering different criter

Recommendation Tata company has to implement good customer relationship management stra
enhances customer satisfaction level.

 The company can undertake R&D to improve the existing feature which field helps increase in the
satisfaction.
 The company should promote about the entire feature offered by it.
 As majority of the customer give opinion that they are satisfied is the factors, services and desi
product of the company should taken not only maintain the existing standard but also enhance them.
 To increase the mileage efficiency.
 To provide mobile services where one should be able to reach the spot in case of any break down.
 To bring down the cost of spares and improve.
 Customer care is the best way to build long term relation, because they also have emotional and psyc
needs when they purchase a car.
 TATA Motors should increase the dealerships / channel partners for the rural marketing. In cas
viability should force the old dealerships to open a branch & increase the market share in that market.
 Large range of products is increasing the gap b/w supply & demand.
Motors should standardize the products. Product should be available at th

58
 of demand, sales & marketing should be pro active & should plan bef
demand by estimations.
 After sales service not satisfactory: Almost every customer complained of the unsatisfactory after sal
being provided by the service stations of the company. Either these people do not deliver the vehicle o
they hesitate to provide on-route service. This type of behaviour causes a feeling of being ignored
customers mind. On the other hand, Customers are very satisfied with the after sales service being o
Ashok Leyland. Leyland is very good in providing On-Route service which is very important for
satisfaction. TATA Motors should make 24X7 service point one in each district.
 Territory Infringement: division of the territories of the dealership is not properly done and also the
does not take any action against the practice of territory infringement. Hence it becomes difficult
dealers to manage the customers in their territory and also it de-motivates them. This affects the sa
product in a major way. The Territory Infringement should imposed on dealership strongly.
 Lack of spare parts: certain bus fleet operators complained of paucity of spare parts with the sales o
spare parts how so ever small they may be were not available at certain times which led to the loss o
being generated by the bus on daily basis.
 Non- availability of product: Bus fleet operators are not getting delivery of the product asked by them
of the non-availability of the products with the dealer. In that case after waiting for some time c
moved to competitor’s product. This comes as a cause of major concern because the actual sale
particular product suffered leading to loss of revenue for the organization.
 Product Improvements: Till now only few models are coming with radial t
standard fitments. Need to work on automatic transmissions, Commo
Engines & many more technology advancements

CASE STUDY AND ARTICLES

Case on marketing in TATA MOTORS

One of the key sectors of growth in Industry in recent times has been automotive manufacturing. Tata
Limited is India’s largest automobile company, and one of the top players in the passenger cars segme
dedicated and ever-increasing dealer distributor network across countries. The vendor extranet for Tat
passenger cars service marketing department was developed as a step in the integration of marketing p
and management of relevant information across market functions.

59
 Project Requirement

An effective software solution needed to be developed for the passenger cars service marketing depart
Tata Motors that would cater to the requirements of Officers and the vendors of the Company at the sa
Officers need to view the different MIS reports on product off take details by dealers and details of tra
conducted by vendors for Tata Motors Dealers. On the other hand the vendor extranet module would a
the vendors of Tata Motors to enter dealer data in a categorised manner after logging into the module
obtaining permission for feeding in information.

The admin module would be used at two levels: one at the Head Office level (HO) and the second at t
Regional Office level (RO) user. While HO users will be able to streamline a number of functions, RO
only be able to view reports of their region.

Solution

Allindia Technologies developed the Vendor extranet for Tata Motors passenger cars service marketin
department so that the client could leverage maximum benefits from the three modules that are incorp

 HO administrative modules
 RO administrative modules
 Vendor module.

The modules can be accessed through a common URL, and unique login ids and passwords provided
user.

(i) HO Administrative Users

The HO admin users are able to perform a number of tasks, through the module that include:

 Manage HO User
 Manage Vendor and vendor login
 Manage Product Group
 Manage Product
 Map Vendor with Product
 Manage Product Variant
 Manage product group wise annual target royalty
 Manage product group wise monthly achieved royalty and cumulative royalty
 Manage Dealer Wise Off-take Plan V
 View reports available in the system.

(ii) RO Administrative Users:

RO admin users are able to view and compare data after login. The different reports that are available

 Reports by product group total off-take

 Comparison of actual off-take vis-à-vis planned off-take with percentage achievement
 Report on total number of training sessions held in a period
 Report on number of trained employees

60
 Report on level of trained employees
 Report on site of training

(iii) Vendor Module

After logging into the vendor extranet, the users are able to enter different types of data (sales/ training
according to their types that include

 Central Coordinator (CC)

 Regional Coordinator (RC)
 Regional Coordinator for Sales (RCS
 Regional Coordinator for Training (RCT).

The various vendor functions include:

 Manage Dealer wise Sales Data

 Manage Training Data for Dealer

The Vendor Extranet Module of Tata Motors Passengers Cars Service Marketing department offers su
facilities as:  Add, Modify and Delete on each of the modules so HO Admin and RO Admin users of t
application can easily maintain the application data contents through the interfaces provided. The mod
been developed following standard software engineering process guidelines and web interface develop
guidelines. The extranet deploys a mixed mode security system that has proved very effective.

THE AMAZING STORY OF TATA MOTORS SUCCESS

His table in the corner office on the first floor of Bombay House is full of papers, giving it an almost d
look. But the man who occupies that table - Ravi Kant, managing director of Tata Motor - isn't compla

"Most of these are letters from people all over the world wanting to be our partners. Some want to sell
products in their countries, some want to be our manufacturing partners, while others are complaining
we aren't giving them an opportunity to take the fascinating Tata Motors story abroad," he says.

The flood of letters is only an acknowledgment of one of the biggest turnaround stories scripted by a t
Tata Group chairman Ratan Tata

His most trusted lieutenant in that story was Kant, whom Tata handpicked from Philips in 1999 as exe
director, commercial vehicles business.

Consider the challenges Kant faced: two years after he joined, Tata Motors almost sank and reported a
Rs 500 crore (Rs 5 billion) - the worst in its history.

61
All that is distant memory now for the 60-year-old MD.

And it's all in the figures: the company reported a net profit of Rs 1,237 crore (Rs 12.37 billion) in the
ended March 2005. In the second quarter of this year, the net profit was Rs 338 crore (Rs 3.38 billion)

India's largest commercial vehicle manufacturer with a 59 per cent market share is also the country's s
largest car manufacturer.

And Kant has already moved on to the next level - the more difficult one - of strengthening the compa
position as a leading Indian multinational.

The central theme of the second part of the story (the target is to double vehicle production from 4,00,
8,00,000 in four years) that he has scripted is "management of the development of new products" and
to develop everything in-house.

That's a huge change in mindset for a vertically integrated company that believed it could do everythin
than others. "We are moving from a hierarchical model to a collaborative approach," Kant says.

And the results are already showing: 80 per cent of Ace, the only diesel mini truck in the world, is out
The 0.75 tonne mini truck is now available in only five states in the country and already sells 35,000.

The plan is to increase the sales to 60,000. "That's the model we are now going to follow for all our ne
products," Kant says.

And vendors are key partners in the process. If Kant is always on the move (a reason why the letters k
up on his table), the reason is simple: he is constantly meeting vendors in India as well as abroad.

"We are urging our vendors to take a more holistic approach. Earlier, an axle supplier used to think on
the quality of the axle at the best possible price. We are now encouraging them to think about the entir
and how the axle fits into the overall plan that we have for the vehicle. The suggestions we get are sim
amazing," Kant says.

In a way, Kant is following the business process outsourcing model and has decided not to manufactu
items anymore. The company will look after only two key functions directly: understanding and devel
market segments and commitment to customers.

Everything else will be part of the "collaborative work" -- be it new product development, supply chai
management or design and styling of its products.

"It's a complex process as we have to build a web of network outside but the strategy is simple: we wi
away the low end of manufacturing and take the high end of specialised knowledge from outside," the
The outsourcing model has also been expanded to designing and styling of new vehicles.

If such initiatives helped clean up the supply chain and saved costs {Rs 1,000 crore (Rs 10 billion) in
years}, the new model - that of "management" of new products - meant several other things, one them
taking care of the "people factor."

62
Kant has forced the hierarchy conscious company to push forward its bright young managers to positi
responsibility. Take Ace, for example.

A young team of designers and engineers was given the brief to produce a rugged, reliable, modestly p
truck with easy manoeuvrability and great mobility. The team got it ready for production in just 42 mo

Kant's main contribution to Tata Motors has been the push for international forays - one of the main re
his elevation to the post of MD ahead of ex-colleagues like V Sumantran.

Says Kant: "In a cyclical business such as ours, it is important that we hedge against cyclicality. Intern
business offers an opportunity as different countries go through peaks and troughs in demand at differ
in time. Our capacity utilisation is more effective and risks of downturns can be mitigated."

The first step was to align the international business to the two business units - the passenger car busin
and the commercial vehicle business unit, to bring greater focus and increased synergy between the do
international operations.

From being present as an exporter in 70 countries, the company today focuses on 15-20 key countries
will have a significant presence in terms of volumes and market shares.

The crowning glory was of course the acquisition of Daewoo in Korea - a deal personally supervised b
The synergies were significant - a presence in the 250-400 HP range of trucks was what the Korean co
brought to the table.

This complemented the existing product range of Tata Motors, which delivers vehicles up to 210 HP.
commercial vehicle business, says Kant, "our competitive edge will be in our ability to offer cost-effe
products and services to each market"

63
 CONCLUSION

Today, businesses around the world, both large and small, cannot ignore the impact that the global eco
having on their performance.  Globalisation, the internet, and information transparency have led to an
increasingly mobile workforce, ever more fickle customers, and rapidly changing technologies and bu
models.  One result of this seemingly inexorable trend is that companies are less able to predict - let al
control - the short-term shape of their own markets.
As a result, more and more organisations are choosing to adopt a marketing-led philosophy to enable
win market share and capture and retain the hearts and minds of current and prospective customers. M
is becoming more important as organisations around the world strive to develop products and services
appeal to their customers and aim to differentiate their offering in the increasingly-crowded global
marketplace.
These complex issues heighten the need for effective marketing whilst expanding its scope beyond th
‘marketing function’.  Put simply, marketing is no longer the sole prerogative of a single ‘function’, e
leadership on marketing comes from that function, together with the framework within which marketi
strategies are conceived, developed, planned, executed, reviewed and improved.
We have discussed marketing strategies of TATA MOTORS and have conducted various tests like SW
ANALYSIS , PEST ANALYSIS etc.. to conduct this study and we conclude that TATA MOTORS ha
the best marketing strategies in automobile industry. Its customers are well satisfied.

Tata Motors is able to maintain, as well as increase, their market share by capitalizing on their core

competencies. Tata Motors is active, competitive, and dynamic in all aspects of the automotive indust

means that there must be many different activities going on in all areas of the company. As a result of

evolving automotive industry Tata Motors must always be changing and one way to stay at the forefro

industry is to make continuous improvements in technology through research and development. One w

Tata Motors has done this is by producing one of the most efficient and low cost vehicles on the mark

Acquisitions, mergers, and expansion is another core competency that Tata Motors has is embedded in

company structure and philosophy. Another core competency that Tata Motors holds is being located

India. This location has allowed them to understand not only the Indian market but also the dynamics

emerging and developing markets. This market understanding and knowledge allows Tata Motors to

manufacture their products at lower costs, sell them to emerging markets while making profits as well

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advantage of the strong labor base in India.

From this project we conclude that the marketing strategies of Tata motors

are according to market. They always look after their consumers and their needs.

They make changes in their product what consumer wants, that’s why most of

the consumers, are satisfied from the company. Company wants that every

people can purchase their product so, they have product from low price to high

price with number of different styles and designs without compromising product

quality. Company is also providing good services to their customers. Company

has its own show rooms and service centers in different places so customers can’t

face many difficulties to purchase their products.

“Success will largely be determined to the extent a company can

differentiate itself in terms of intangibles that go with a car.” Success could well

hinge on the best of bundle of services that a carmaker can provide.

QUESTIONNAIRE

STUDY ON CUSTOMER SATISFACTION TOWARD TATA MOTORS (CARS) WITH S

65
 SIGNIFICANCE TO SHREEJI AUROMATR. AUTHORISED DEALER

Customer name:

Address:

Vehicle number:

Model:

1.Occupation

a) Professional

b) Govt. employee

c) Private employee

d) student

e) Business

f) Others

2. Family income:

a) Below Rs-75000

b) Rs 75000 to Rs 125000

c) Rs 125000 to 150000

d) above Rs 150000

3. Model of purchase:

a) Loan

b) cash

4. Mention reason to purchase the vehicle from SHREEJI AUTOMATR (TATA M

AUTHORISED DEALER)

66
a) Quick delivery

b) Customer care

c) After sales service

d) All

5. What do you feel about the price of TATA CAR when compared with its facilities?

a) High

b) Normal

c) Low

6. Do you satisfied with your TATA CAR?

a) Yes

b) No

7. What attribute made you to purchase?

a) New model & design

b) Mileage

c) Pick-up

d) Others

8. What is the maintains cost of your TATA CAR?

a) Medium cost

b) Low cost

c) High cost

9. Please specify the overall performance of your TATA CAR?

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 a)Excellent

b) Good

c)poor

10. Do you satisfied with the services provide SHREEJI AUTOMATR (TATA MOTORS
AUTHORISED DEALER)?

a) Yes

b) No

11. Do you satisfied with SHREEJI AUTOMATR (TATA MOTORS AUTHORISED DE

responding to your needs?

a) Yes

b) No

12. Do you prior appointment for your service and maintenance?

a)All the time

b)Sometime

c)Never

13. Are you satisfied with the workshop service?

a) All the time

b) Sometime

c) Never

14. Are the opening and closing time of our workshop convenient?

a) Yes

b) No

15. Do you satisfy the quality of workmanship of our workshop?

a) Highly satisfied

68
b) Satisfied

c) Not satisfied

16. Do you think TATA MOTORS has to increase its services center

both in Rural and Urban areas ?

a) YES
b) NO

CERTIFICATE
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70